Co-creating solutions for women care
How to inspire women to be their own feminine selves? How to understand their needs and deliver wellbeing solutions? After all, what is real feminine care?
With those questions as a starting point, our strategic team joined Kimberly-Clark’s staff to analyze concepts and develop products for Intimus brand’s line in Latin America (called Kotex in some countries). Based on a human-centric innovation process, that is, considering the consumers’ desires and needs, we took on the challenge of building the brand’s innovation pipeline for the next years.
The first step was to visit the large universe of women care products. We plunged into the category, segments and different products offered. We collected, reviewed and analyzed research on competitors and brand values; we interviewed dozens of the company’s professionals. Armed with this background information, the next step was to hold two co-creation labs.
As part of the first lab – called “inspiration session” – we immersed in the consumer’s routine applying gamification (on a sampling with women from Peru, Colombia, Argentina, considering the diversity of countries and the project’s coverage). We also invited experts such as psychologists, sexologists and editors of men and women magazines to facilitate our understanding. Then, provided with tools to see the category from different points of view, we moved to the second co-creation lab: the brainstorming session (Ideation).
The studies, analysis and immersion led us to identify the territories where Intimus would be able to operate. We found three great opportunities to energize the product category, considering, among other insights, that women have emotional needs, beyond the functional ones, during the menstrual period.
We came up with 144 ideas, filtered them and chose 48, within the different product platforms, to proceed to the final stage of the innovation process: prioritization and design of the winning concepts.
At the end, 21 concepts were developed and assessed for business suitability and impact.
Based on a structured and comprehensive process, the company built an innovation pipeline for the next five years, offering solutions connected to the needs of the target consumer.